A Study of the Market Segmentation and Marketing Strategies on Senior High Recruiting Market with Taichung County as an Example

• Main Authors: Chang, Chin-Mu, 張金木
• Other Authors: Lee, Ming-Jung
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/11853108858745564282

碩士 === 亞洲大學 === 經營管理學系碩士班 === 96 === The purpose of the research is to realize the current situation of the market segmentation and marketing strategies on the Senior High Market, and to forward conclusions and suggestions according to the results. Based on the motivations, it can be categorized into four purposes: 1. To realize the current situation and the related factors of market segmentation. 2. To realize the current situation and the related factors of marketing strategies. 3. To present, according to the results, constructive suggestions to the administration, the senior high schools, serving as a reference in the management of enrollment strategies. To achieve the aims mentioned above, the research starts from exploring the theories of market segmentation and marketing strategies through related papers and articles. In order to gather related data and information, it is followed by using the questionnaire on “the market segmentation and marketing strategies on the Senior High Recruiting Market in Taiwan”. The researcher intends to restrict the targets within the range of senior high students in Taiwan. Thus, 461 valid copies are collected. After the data have been carefully studied by using statistical methods of reliability analysis, factor analysis, descriptive statistics, cluster analysis, discrimination analysis, analysis of variance, afterwards hierarchical comparison, etc. According to the research, on the selection criterion of school, most of students attach appliance importance. Posterior are going for college, curriculum, teaching, qualified to teach. The information about the school is derive from teachers. To the four marketing aspect, student’s answer mostly is situated between “ordinary” and “agrees with” these two options, therefore in “the product strategy” on, the school should stress that characteristic, practical, electrification as well as polytrophic arrangements, may help the student gains more products to the benefit.